Digital Democracy

Mouthwash Recalled But Online Crisis Comms Looks Anything but Fresh

At 5.55pm today News online ran with a story Mouthwash Recalled Over Bacteria Scare. My first thought was to view the Colgate Palmolive website where I expected to find at least a news item or ticker regarding the issue.  But nothing.

I then went into the actual product page for Savacol once again nothing!

Next stop Twitter – it doesn’t appear Colgate have a company Twitter stream if they did it would be an ideal crisis communication vehicle, if they do it is not advertised on their home page and is well hidden.

Finally off to Facebook to see if a product or company page exist? No – once again a lost opportunity to communicate and answer consumers questions and fears regarding the recall.

Are people discussing the Savacol recall online? you bet.  These are just a few comments that appear on Twitter from consumers:

–Thousands of bottles of #Savacol antiseptic mouth and throat rinse taken off shelves in Oz after traces of harmful bacteria were detected

– Colgate savacol product recall nothing to be alarmed about, precautionary measure

As communication professionals would know, Crisis Planning begins with Preparation including identification of notification systems – and today that includes being comfortable with online platforms such as Twitter and Facebook as well as rehearsing scenarios.
Listening is also a vital component, to ensure you understand  consumers concerns and can address them.
Timeliness is key – often called the ‘Golden Hour of Power’ it is critical for organisations to get on the front foot – a lag in communication can have serious consequences. All of those elements can be assisted greatly via the use of Social Media – in this case lacking.

Also notable in this incident is the fact that the TGA does not utilise Social Media channels such as  Twitter.(It did at least have an update on its website) It is interesting to note that the issue of the TGA and media/ consumer engagement came under the spotlight in Croakey in recent months and this  incident is sure to spike further interest.
Today there is no place for excuses, online crisis communication planning is a must-have within all organisations.
Interested in other Online Crisis Communications examples? Read our previous Crisis Comms blogposts
About Us

Digital Democracy is a leading Sydney Social Media agency. Director Jenni Beattie has over 20 years marketing experience and has focused on Social Media for the past five years. Jenni teaches Rethinking Media a course focused on Social Media at UTS. Her company develops Social Media strategies and online crisis communication plans for a range of clients as well as providing company training.  Digital Democracy can be contacted on 0423073099 or on Twitter @jennibeattie

About Digital Democracy

We help you connect with your audience and by doing so help you meet your business objectives. How do we do it? We take time to get to know your business to devise the right strategy for you.

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